The number is impressive, given that Apple Music just launched to the world. It only accounts for iPhone owners who have taken the company up on the free three-month trial, so it’ll be interesting to see how many actually convert to paying customers.

If Apple Music can keep growing on the same trajectory, the service could quickly eclipse competitors.

It’s yet to push any advertising in iOS — you have to actually open the Music app to be offered a trial, so sending a push notification or prompting new users to sign up in the future could push growth even further.